In addition, the dough undergoes a fermentation process of more than three hours to develop a fuller flavour, the base is made using extra virgin olive oil, and they are cooked on traditional Italian stones.

Charlotte Wicks, assistant brand manager at Goodfella’s, said consumer demand for ultra thin, authentic pizza is continuing to grow year on year, adding she was confident sales of Superiore will reflect this.

“Superiore aims to emphasise Goodfella’s quality credentials, building on the success of the Flatbread range to offer its loyal customers an even more premium experience at the same price point," she said.

This is the second time Goodfella's has attempted a rebrand to attract new customers. Last September it rebranded the packaging, ditching the moustachioed Italian on packs and its pizza fairy on TV advertising in favour of focusing on ingredients.